Social attitudes towards roadside advertising

Abstract

Public opinion is not always consistent with expert opinion. A nationwide CAWI research project was conducted in order to verify Polish drivers’ opinion on roadside advertising and their experience concerning distraction and loss of situational awareness. Research results show that although many drivers have experienced partial loss of situational awareness, most of them are not convinced of the need to restrict roadside advertising. Nonetheless, on the basis of the results, we can identify the most distracting characteristics of roadside advertising as well as socially acceptable rule changes.